Experience & Engagement
Direct

BGMI Ki Boli
Brand: Battlegrounds Mobile India
Client: Krafton India
Entrant: Krafton India

Baby Blue Elephant

Entry Title:	BGMI Ki Boli
Brand:	Battlegrounds Mobile India
Client:	Krafton India
Entrant Company:	Krafton India
Description:	BRIEF BGMI returned to India after a long gap of 10 months. The game once dominated the gaming landscape, but in its absence, the gaming community had moved on to other games. It wanted to reclaim the community. INSIGHT Just because one has not been in touch does not mean that one has moved on. We manually scrapped through past community discussions. threads. streams. comments. And community channels to identify moments and elements our community most related to. If we could make mem revisit these, we might evoke a sense or nostalgia and a reason to come back. IDEA To rekindle the lost excitement within the community, we recreated nostalgia. 150 such keywords were identified and hidden as easter eggs within a 2 min long video. In the age of skip ads, we wanted the community to play and pause every single frame to spot the hidden easter eggs. The more the they engaged with the video, the more we tapped into nostalgia. Results - 53k+ videos created as UGC by the community -4000 hours of content created for brand organically. -7K+ of videos that are more than 10 minutes in length -5000% increase in engagement rate
English Translation:	0:10 You might have heard stories in many languages. 0:14 But have you ever heard the story of a language? 0:18 So squad, let me introduce you to me. 0:23 A language that is spoken by millions of people. 0:27 It is spoken day and night 0:31 Yet, you see a no-entry board here (library). 0:34 Not to worry folks, don’t stress 0:37 I am found in the play, but not in a play (stage) 0:41 All you clever folks, did you catch on yet? 0:47 Literature out, drama out (I am found in none of them) 0:50 What is so intriguing about this language then? 0:54 Sit back, zoom in and watch out. 0:58 This language has action. 0:59 This language has boom baam (game slangs) 1:02 Its got goosebumps and loads of amazing moments! 1:07 We don’t use vocabs, we create our own every day. 1:08 Grammar gets a headshot (game slang) 1:09 Our metaphors are out of this world 1:14 Ask for a pun and get a pan (game slang) in return 1:18 I am the language that turns strangers to friends and friends to brothers 1:26 I bring peace among people from different places, different attitudes and mindsets. 1:29 But ironically, 1:33 I am spoken in the battlegrounds of all places 1:36 Haven’t you caught on yet? 1:38 Winner Winner Chicken Dinner (game slang) 1:41 Many languages are spoken in India 1:44 But the language that rules many hearts is the one created by all of you 1:48 The Language of BGMI is 1:50 India’s favourite language
Company Credits:	Krafton India - Bengaluru - Entrant, Idea Creation, PR, Media Placement
Company Credits:	Dora Digs - Mumbai - Production
Individual Credits:	Srinjoy Das - Krafton India - Associate Director of Marketing
Individual Credits:	Shyam Kumar - Krafton India - Brand Manager
Individual Credits:	Minu Lee - Krafton India - Head of Publishing
Individual Credits:	Raunak Kapoor - Krafton India - Social Media Manager
Individual Credits:	Vishal Sagar - Dora Digs - Director
Individual Credits:	Rohit Nair - Dora Digs - Account Planner
Individual Credits:	Jaipal Singh - Dora Digs - Editor & Motion Designer
Individual Credits:	Nitish Sarkar - Dora Digs - Animator & AI Artist